Television

Indian kids love to watch TV: Study

24 Mar, 2011 - 10:15 PM IST | | 234 Reads

MUMBAI: Indian kids are more connected than ever as 79 per cent of respondents are mobile phone users and 92 per cent of kids have mobile phones in their homes--compared to just 17 per cent a decade ago. Television continues to remain the top medium with 95 per cent of the respondents having watched TV yesterday, according to Cartoon Network’s New Generations 2011 study released at the Ficci-Frames summit.

With more access to consumer electronics, the number of kids with computers at home has increased from 6 per cent in 2001 to 22 per cent in 2011, the study said. Only 2 per cent of homes surveyed had DVD Players in 2001 which has leapfrogged to 61 per cent today.

The study was presented by South Asia Turner International India Entertainment Networks VP and Deputy GM Monica Tata and Bollywood’s director and producer Yash Chopra.

Cartoon Network’s patented kids’ lifestyle research analyses the evolution of Indian kids, including their behaviour, attitudes and preferences, over the past 10 years.

Tata said, “We are extremely proud of this landmark achievement as it has been an enriching journey closely observing Indian kids evolve over the last 10 years. As the largest study of its kind, we’re pleased to not only be part of kids’ lifestyles but also contribute to society valuable insights on this dynamic consumer segment, which is tomorrow’s decision maker.”

The findings also revealed that kids in India are more likely to interact with computers and online than their parents. Amongst Internet users, 22 per cent of kids access the Internet daily and 67 per cent of kids play online games followed by 51 per cent of kids listening to or downloading music.

The report also said that 45 per cent of kids go online to search for information, 26 per cent for emailing, 23 per cent for homework and 19 per cent for social networking. Girls are just as active gamers as boys with 68 per cent playing games online compared to 66 per cent of boys. Mobile emerged as the most commonly used platform for gaming by kids (50 per cent), followed by gaming consoles (35 per cent).

In the social network space, Facebook emerged as the number one social network website (93 per cent), followed by Orkut (50 per cent).

According to the survey, Indian kids’ spending power is increasing with pocket money going up by 201 per cent over the past 10 years. Girls’ average monthly pocket money is as much (Rs. 280) as boys (Rs. 277).

Also, 58 per cent kids receive gift money and the average annual gift money stood at Rs 845 in 2010 vis-?-vis Rs 567 in 2009 and Rs 306 in 2006. 55 per cent of kids save part of their pocket money. with the survey indicating that girls tend to save more of it (59 per cent) as compared to boys (52 per cent). The most preferred financial tool for kids’ saving by parents is insurance (51 per cent).

Said Turner International Asia Pacific Research and Market Development Vice President Duncan Morris, "Today‘s kids are more connected and more influential than ever before, but while one in 10 has their own mobile phone, and 8 in 10 homes have Internet access, New Generations will no doubt chart continued growth as Indian kids start to rival their connected cousins in other countries like Australia and the USA, where more than 50% have their own mobile, and 8 in 10 are Internet users."

48 per cent of parents are likely to consider their child’s opinion while buying a mobile phone. Further, parents involving their kids in car purchase decision making has grown from 25 per cent in 2001 to 63 per cent in 2011.

After the Cartoon Network’s study was launched, Dr Kersi Chavda spoke about the negative effects of violent games and the side effects of getting addicted to Internet and other media.

Chavda highlighted the problems that parents are facing due to some irresponsible actions on part of gaming industries; primarily he spoke about the rating standards used for games, which he said were too lenient.

This stance was vigorously challenged by Reliance Entertainment Digital Business CEO Rohit Sharma, who said that the Doctor’s findings were irrelevant in contemporary times.

The dynamic debate was laid to rest by Perfetti Van Melle India MD Sameer Suneja, who emphasised the importance of self-regulation by the media and gaming industry.

The research surveyed a total of 3759 kids of 7-14 years of age and 1121 parents of 4-6 years old kids in SEC A, B and C across 19 centers including, New Delhi, Mumbai, Bangalore, Chennai, Kolkata, Nasik, Ahmedabad and Lucknow.

Launched as a pan-Asia Pacific initiative in 1998, New Generations is currently conducted in India, Pakistan, Australia, Taiwan and Philippines in the region. In India, it was launched in 2001.